Can a SXSW-style event work in NJ? Gov. Murphy announces new June festival

They say "Don't mess with Texas." But with today's announcement of a three week, three city "North To Shore Festival" in New Jersey in June — deliberately pattered after Austin's iconic "South by Southwest" Festival — Gov. Phil Murphy is doing just that.

The two events even have similar handles. Austin's festival is SXSW. New Jersey's will be known as N2S.

"We said, 'Let's do this in Jersey, lets start our own unique brand of festival,' " Murphy said at a Monday morning press conference at Newark's NJPAC.

So far, 100 events have been booked over the three weekends in the urban hubs of Atlantic City (June 7 to 11), Asbury Park (June 14 to 18) and Newark (June 21 to 25). Many more are expected, as the calendar fills up. And this, of course, will only be the first installment of what is expected to be an annual event.

Headliners galore, like Santana and Alanis Morissette

Santana (June 21, Newark) Alanis Morissette with Aimee Mann (June 22, Newark), Demi Lovato (June 16, Asbury), Natalie Merchant (June 25 Newark) , Halsey (June 21 and 22, Newark), Brian Fallon of Gaslight Anthem (June 14, Asbury), Gavin DeGraw & Colby Caillat (June 9, Atlantic City) Jay Wheeler (June 10 Atlantic City), The Smithereens with Marshall Crenshaw (June 17, Asbury), and Southside Johnny (June 23, Newark) are just some of the musical attractions, but the festival will also encompass comedy (Stephen Colbert and Jim Gaffigan will be in Newark June 24) film, technology, and much more. Montclair Film, and the Newark International Film Festival, are among the partners. There will be screenings, panel discussions, workshops, dance parties, TED talks.

"There are so many things to celebrate about New Jersey," said John Schreiber, President and CEO of NJPAC, a key partner in the festival. "It's not just the headliners. It's the next headliners."

How can New Jersey, one of the smallest states, go toe to toe with Texas, one of the biggest?

One key way, Murphy said, is diversity. "Not to get political" Murphy said, but the South by Southwest festival is not terribly diverse. "I've got nothing against Austin," he said "But I've got a lot against the freedoms that Texas takes away from its residents."

New Jersey's festival, by contrast, will celebrate the state's variety. Demographically, and artistically.

"The music will represent the diversity of our state," said first lady Tammy Murphy, one of key architects of the project. "Whether you're a hip-hop fan, or you like country music, rock, Latin, avant-garde jazz, folk, soul or world music, we will have something amazing for you."

New Jersey's SXSW is called N2S and it will be all-inclusive

And that, says NJPAC executive producer David Rodriguez, includes contributions from the LGBTQ+ community — something that might not play so well in certain parts of Texas. June is Pride Month.

Comedian Ross Mathews (June 25, Newark) and pop singer Remember Jones (June 10, Atlantic City) are just some of the performers who will be representing. "I think the LGBTQ community is an important part of this," said Rodriguez, an Englewood resident. "We're treating those artists with the same reverence and the same excitement as we feel for the entire state."

The festival will be a windfall for tourism, it is hoped, with hotels, restaurants and other amenities in Newark, Asbury, and Atlantic City all getting a boost. Their mayors can't wait.

"One thing about Atlantic City, we know how to party," said Atlantic City Mayor Marty Small Sr.

N2S will be in Asbury, Atlantic City and Newark

Asbury Park has its own Sea.Hear.Now Festival in September, but they're ready to take this on as well. "I've personally ordered great weather to come with the festival performances," said mayor John Moor. "The boardwalk is always open, and the beaches have never looked better."

And Newark mayor Ras Baraka is personally hoping that festival visitors will take the opportunity to see some more of what Newark has to offer. "Hopefully, people will get an opportunity to hand out here in our arts and education district, take a look at our museum and library, hang out at Swahili Village, and go over to Harriet Tubman Square and check out the incredible monument," he said.

More than anything else, festival organizers are hoping that the crowds will check out, not just the big headliners, but the local musicians that are the lifeblood of the Jersey arts scene. Ten years from now, you don't want to say that you missed the next Springsteen, the next Queen Latifah, the next Sarah Vaughan.

"We will be showcasing many more performers that are destined to be the headliners of tomorrow," Tammy Murphy said.

If you go...

Tickets to the events go on sale Friday. Visit the festival website. New events are expected to be added in the coming months. northtoshore.com

This article originally appeared on NorthJersey.com: North to Shore Festival NJ: SXSW-style event features Santana, Alanis